OMAHA, NE: ConAgra Foods has hired its first AOR, Ketchum, to handle a wide range of PR assignments.
Ketchum beat three other finalists, impressing ConAgra with how it handled a test assignment involving product publicity, said Chris Kircher, VP of corporate communications.
The company previously left PR decisions up to individual brand teams, but has been seeking ways to make more efficient and organized use of its PR resources, Kircher said. Hiring an AOR "complements changes within our own organization to establish and drive a more organized PR effort for our brands," he explained.
ConAgra Brands include Healthy Choice, Hunt's, LaChoy, and Chef Boyardee, among many others.
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